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Crookes updates its eye-drop brand with McCann executions

Crookes Healthcare is supporting the Optrex Brightening Drops brand with its first advertising campaign for nearly 20 years.

McCann-Erickson London has created eight print executions targeting women in their 30s. The idea is that Optrex Brightening Drops can mask how eyes, as windows of the soul, reveal how you are feeling. The strapline is "When your eyes say too much".

Three of the executions "hung over", "over sexed" and "midnight oil" will feature on 48-sheets while the other five will target rail commuter traffic with placement on Adrail six-sheets, using escalator and Tube card panels and with press ads in the Metro. MindShare has planned and bought the media schedule, which breaks at the beginning of October.

The ads were written by Chris McDonald and art directed by Matt Stratham with Rob Nielsen and Jack Stephens acting as the creative directors.